engleski

Creation and Development of Marketing Concept in Croatia and the Role of Transition

This article provides a short overview of the evolution of recent marketing thought and its application in Croatia and emphasizes its connection with historical and social changes. THe process of transition is analyzed from two perspectives: from the first, transition is considered to be a kind of catalyst of the acceptance of the marketing concept. From the second, it is considered that the application of marketing has a great influence on the process of transition.

Marketing Concept; Transition; Croatia

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